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Apple execs say AR has 'enormous potential' for devices of today and tomorrow

Glasses on iPhone 11 Pro
Glasses on iPhone 11 Pro (Image credit: iMore)

What you need to know

  • Apple's AR executives have sat down for an interview with CNET.
  • They talked about the AR transformation of iPhone and iPad, as well as uses for the future.

Apple's AR executives have spoken to CNET in an exclusive interview about the power of AR.

From the piece:

...But Apple's AR mission right now, according to Mike Rockwell, Apple's head of AR, and Allessandra McGinnis, its senior product manager for AR, is to make everything work better on the device you already have in your pocket. Layering AR with real-world locations and popping up experiences automatically, while making creative tools and developing assistive tech based on AR's capabilities, could, in the long run, become the biggest killer apps.

Rockwell told CNET that AR had "enormous potential" to help people in their lives using devices today, but also "devices that may exist tomorrow." The pair also noted how it was more important for Apple to focus on enabling AR on iPhone and iPad, devices that have hundreds of millions of users than it was to focus on AR-only experiences.

Talking about the LiDAR scanner, Rockwell said that the new technology opened up the possibility to scan environments, and would make it easier to create 3D objects, describing it as a "key technology that could open up an explosion of 3D assets."

Rockwell also talked about how the future of iPhone augmented reality was not apps, but quick glance moments, a development made real by Apple's new App Clips in iOS 14.

In conclusion, Rockwell stated that AR in a few years would be "one of those things where you kind of can't remember living without it."

You can read the report in full here.

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple.

1 Comment
  • It makes sense. AR has grown beyond just Snapchat and Facebook filters and has huge potential to be helpful in our real lives.